GME — EMPLOYEE VALUE PROPOSITION

 
 
 

THE CLIENT

GME is a privately held company, and the only Australian manufacturer of UHF CB Radios and Emergency Beacon products. Having been an industry leader in the RF communication technology space for more than 60 years, GME has been keeping their focus on innovation and technology leadership. They employ over 240 people across different functions and pride themselves on engineering and manufacturing high-quality products.

Date

Project Start Date: September 2023

Project Completion Date: April 2024

Service

Employee Value Proposition (EVP)

The problem

To develop an EVP that helps attract and retain the best talent in the industry to the organisation, despite its smaller workforce size compared to larger engineering companies. To inform potential talent about the benefits and unique employee experience at GME.

The project objectives

  • To develop an EVP that helps attract and retain the best talent in the industry to the organisation, despite its smaller workforce size compared to larger engineering companies. To inform potential talent about the benefits and unique employee experience at GME.

  • To define the unique GME EVP, ensuring it aligns to the employee experience and needs

  • To create a visual language that supports the new EVP messaging, employee experience as an extension of the existing GME brand

  • To support the implementation of the EVP with application best practices

The Creative Challenge

To create a visual identity that communicates the employer brand and is a complementary extension of the reputable and extensive GME market brand.

The Process

 
 

Following our unique 5-step approach, Corporate Crayon led the end-to-end process of developing the GME EVP.

  • Discovery - the most important stage of any project is our ‘Discovery’ research phase. For this project Corporate Crayon conducted interviews with the executive leadership team, a workshop with key stakeholders, focus groups with employees, and as well as a desktop analysis of talent competitors.

  • Connection - a thorough review and analysis was conducted of the talent audience, research insights, and brand to define the EVP; identifying the key themes and crafting the expression and employer brand story to ensure the development of an authentic EVP.

  • Human - as part of our human-centred approach, we engaged with a range of stakeholders for input to ensure the direction of the EVP is relevant and fit-for-purpose to meet the objectives

  • Considered Design - bringing to life the EVP with an impactful visual identity that embodies the employer brand and considered communications to launch and embed the EVP both internally and externally. Corporate Crayon developed the EVP logo and design elements as an extension of the existing GME branding

  • Simple Application - to support the implementation of the EVP, Corporate Crayon provided clear brand guidelines for simple application of the visual identity, along with recommendations and creative direction for an impactful Careers page and launch videos to communicate the new EVP to attract future talent.

The Outcome

Brand Story & Expression

Guided by the research findings and talent needs, we developed the GME employer brand story built on the core three pillars of:

 

Reflecting GME’s commitment to connect their employees to their work and each other, encouraging an inclusive and welcoming environment for their diverse workforce.

 

Showcasing the employee pride of being an Australian-made, privately held company with local manufacturing, delivering high-quality products and services through a continued focus on innovation and excellence.

 

Demonstrating how GME empowers their employees’ growth by giving them opportunities to develop professionally, innovate and grow. It exemplifies how employees are valued and can make a difference in their career and the impact of their work.

 
 

Synthesising the unique benefits and experiences GME offers to their current and potential employees, Corporate Crayon developed a brief and compelling expression/tagline:

 
 
 

Implementation

Supporting the GME team with simple and consistent application of the employer branding and EVP, by providing the following:

  • Brand Guidelines

  • Video scripts and storyboards

  • Careers website page recommendations

  • Seek banner designs

 

Application: Seek Banner Example

 

The Result

Measuring the effectiveness of an Employee Value Proposition (EVP) is just as important as implementing one. It’s about having a baseline understanding of the perception of the brand as an employer and evaluating how those perceptions change over time.  To gauge this effectively, various metrics and feedback mechanisms are utilised, each providing unique insights into the impact of the EVP.

  • Employee Testimonials

  • Managerial or Leadership Insights/Feedback

  • Cultural Alignment

  • Recruitment Metrics

The Feedback

Evelyn and the team at Corporate Crayon took us through each step of the process with professionalism, patience and valuable insights. We could not have developed such a strong EVP without their support.

- Esther Christen, Head of People and Culture

Let us partner with you to create an impactful employee value proposition! Contact us today.

Branding design, EVPJo Murphy- Employer Branding, EVP